New campaign promoting Scotland as bargain destination

www.visitscotland.com

Tourism chiefs in Scotland are planning to spend as much as £900,000 to convince European holidaymakers that Scotland should be one of their preferred destinations – not only because of what it has to offer, but also because it has become an inexpensive place to visit.

A new VisitScotland campaign will target euro-zone holidaymakers, reminding them that their euros will stretch 30 per cent farther this year than last, due to the weaker pound. In the past year, the value of the pound has fallen nearly one-third against the euro.

In advertising placed in key countries, potential visitors will learn of the range of attractions Scotland offers, as well as hotels, restaurants and numerous services that are much cheaper as a result of currency fluctuations.

In addition, holidaymakers will be encouraged to use the direct air services offered by budget carriers including flyglobespan, jet2 and Ryanair, as well as the new ferry service linking Zeebrugge with Rosyth in Scotland.

Officials are hoping to boost visitor arrival numbers which slumped in 2008 as the economic downturn took hold and the dollar fell against the pound, discouraging North Americans from making the trip to the UK.

www.visitscotland.com